Bu ild in g a Po w erfu l PR C risis Strateg y fo r November 14, 2017
Y o u r P re s e n te r Diane Mulligan, APR President - Award-winning PR agency founder - “Insider Media Relations” Theory - Head of Rocky Ford Growers Association PR - 5 years - SVP National Communications National Stroke Association - KMGH News Director - NBC Senior News Editor
C ris is D e fin itio n A crisis is something that puts your organization’s trust at risk with whoever’s trust you must maintain to survive and thrive . Masters of Disaster, Christopher Lahane, Mark Fabiani and Bill Guttentag.
Step 1: Forecasting & Preparation B u ild in g a P o w e rfu l Step 2: Plan C risis PR Step 3: Implement Strateg y Step 4: Evaluate and Restore Trust
B u ild in g a P o w e rfu l C ris is P R S tra te g y St ep 1 1: Forecas ast ing an and P Prepar arat at ion Rat e your “TR TRUST B T BUCKET” T” Curren ent Per ercep ept ion Rec ecen ent Mes essaging Rec ecen ent Med edia Image reproduced from The West Australian
B u ild in g a P o w e rfu l C ris is P R S tra te g y St ep 1 1: Forecas ast ing an and P Prepar arat at ion Tim imin ing Overal all Impac act Far arm/Compan any I Impac act Act ion P Pot ent ial Lis ist your t op 5 pot ent ia ial l cris isis is sit it uat io ions
B u ild in g a P o w e rfu l C ris is P R S tra te g y St ep 1 1: Forecas ast ing an and P Prepar arat at ion Bes est Pract ice e Res esea earch Similar Situations? Legal Implications? Lessons Learned ? Greatest Critics?
B u ild in g a P o w e rfu l C ris is P R S tra te g y St St ep 2 2: Plan Create comprehensive PR plan Create Media Materials ● Define SMART campaign goals ● Key messages document ● ● Set objectives/metrics Press release/s ● Determine campaign tactics ● Boilerplate ● ● Develop campaign timeline Fact sheet ● Draft media/influencers list ● Company/leader bios ● ● Conduct media training Digital newsroom ● Explore partnerships ● Multimedia materials ● Strategize on Thought leaders ● Brainstorm story ideas
Bu ild in g a Po w erfu l C risis PR Strateg y St St ep 2 2: Plan WHO: : Spokesperson - Media Trained WHAT: T: Crisis Messaging - Pictures & Video WHER ERE: E: Location of Press Updates WHEN EN: Update Timetable HOW: : Update Facts & Mitigate Negatives Consider Outside PR counsel
Bu ild in g a Po w erfu l C risis PR Strateg y St ep ep 3 3: Implem emen ent - Improvise se - MOVE E THE S E STAIRS ● Media relations ● Story coordination ● Media influencer outreach ● Manage timeline and execution ● Provide regular updates ● Prepare for additional issues ● Review plan and impact
Building a Powerful PR Strategy B u ild in g a P o w e rfu l P u b lic R e la tio n s S tra te g y St ep ep 4: E Evaluat e e and R Res est ore e Trust Aristotle – father communication theory Ethos , Pathos, Logos Takes responsibility (Ethos) Acknowledge impact (Pathos) Release facts (Logos) Never predict outcomes Update on new actions resulting from crisis
Building a Powerful PR Strategy B u ild in g a P o w e rfu l P u b lic R e la tio n s S tra te g y MOVE TH THE S STA TAIRS & & Th Thank Y You! Dia iane M Mullig lligan M&C C Communi unications ns dmul ulligan@ n@ mand ndccommuni unications ns.com
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